On CNBC's "The Profit, host Marcus Lemonis likes to invest in ailing businesses with great potential. Part of the show's intrigue is that while owners want his money, they don't always want his advice.
That produces tension and good TV.
In the latest one-hour episode, airing Tuesday at 10 p.m., Lemonis hones in on the Detroit Denim company in Detroit's Rivertown, which makes 15 pairs of stiff jeans a day and aprons.
Co-owner Eric Yelsma started making raw denim jeans in Detroit in 2010. Lemonis is impressed with Yelsma's desire to be part of the city'st resurgence.
But will that be enough for him to invest?
The show's webpage says:
At a Detroit-based denim business, the jeans are stiff . . . and so are the owners. One of them stamps out any idea that isn't his own, while another obsesses about the smallest of details. The third cares only about his own pay out.
If Marcus can't get them to embrace new ideas, this Detroit dream will come to an end.